instore - September 2016 - 38
merchandising
and will bite the bullet for better ingredients and higher quality, I think
they'll find that their sales will really increase."
"Supermarkets have to decide who they are," Fahey says of those that
have yet to get in on the new trend. "I mean, they can leave that (whole
customer base) to the boutique cake shops, but they have a better
capacity to do this than I do, to be quite honest. They can do things in
volume in a commissary situation that I can't necessarily do as easily.
I mean, it may sound hard to believe because you'd think that the
smaller bakery would be more nimble, but honestly for us to make a
very small, 5-pound batch of a vegan cupcakes on a given week is a
super time-consuming thing. But if a store is in more of a volume situation, where there's one baking facility and they can put it out, then they
have the advantage over a shop like mine."
Even if a chain bakery or commissary would take on sugar-free solutions alone, she says, it would make a huge difference.
Authentic ingredients are key to Creative Cakes' cupcake sales.
higher-quality ingredients, and Creative Cakes' consistent revenue
has shown that they're willing to pay more for them. That's what chain
bakeries and supermarkets can apply to their own operations on a
much larger scale, she says, with far bigger profits resulting. The difference is that chain stores would benefit from what they don't include in
their cupcakes as opposed to what they do.
"Customers want clean-label, and grocery stores do not deliver that,"
Fahey says, noting that a shopper having to stop by a supermarket
and a shop like hers for party foods will consider it very inconvenient,
and inconvenience can be poison to customer loyalty. "If they're smart
IBIE
Want to know more of what Beth Fahey has to say about retail sales and
marketing? Check her out at this year's International Baking Industry Expo
in Las Vegas. Her seminar, Selling and Marketing Dessert Bar Packages, will
be from 8:30 - 9:30 a.m. on Sunday, Oct. 9:
Things in the wedding world have changed. Most bakers will verify that
today's brides are looking for a variety of colorful, pretty, and Pinterest-y
desserts for their wedding receptions. How does your bakery become the
one-stop-shop for everything in a wedding dessert bar? Beth Fahey will
explain the concept of "package selling," which includes how to price, sell,
and market dessert bar packages to a new generation.
38 * SEPTEMBER 2016 * instore
"We get asked on a daily basis about sugar-free products, and there is
not a good product out there for anybody," she says. "What's available
now is super chemically and tastes disgusting, but if retailers could get
the market on the older crowd (which are the bulk of those customers
requesting sugar-free items), they might be in a better spot."
But it's not just the taste of current sugar alternatives that needs fixing.
Because those that are available result in a different consistency of
dough than regular sugar, products made with them don't keep well
and can't be frozen, which means one has to bake very small batches
at a time. "That means it's less cost-effective," she says. "There's a
reason that sugar and butter and flour work and chemicals don't. So
if someone could manufacture products with a lower-glycemic count
with something like blue agave, there's a huge market for it.
"The problem is again that (our one store) doesn't have enough of a
demand for it to make it worth it for us to do so at this time. The chain
stores should be addressing that; I mean, I have nowhere to send
people that are looking for sugar-free stuff - nowhere. And I'm happy
to send people to different places, because I want them to remember us
in a nice way. Even the store that caters to older folks here doesn't carry
anything like that. The sugar-free issue is an industry-wide problem."
With chains' ability to buy in bulk and at a higher volume, catering
to the sugar-free and clean-label segment of the market could give
them the upper hand over independent bakeries for a huge potential customer base. "If I could find an alternative and buy them
outsourced," Fahey says, "I would."
BETH FAHEY
People walk into her bakery on a daily basis looking for clean-label,
gluten-, allergen- and especially sugar-free cupcakes and other confections, but she says she still has no one to refer to them to.
Table of Contents for the Digital Edition of instore - September 2016
instore - September 2016
Editor's Note - Teamwork: Natural partnerships
Table of Contents
News - On our radar
Spotlight - By the numbers: Deli soups
Cover story - Let's work together
Product Correlation Strategies
Commissary Insider - September 2016
Insight Insider - Freshway Foods
Food Safety - FSMA's Sanitary Transportation Rule
Equipment - Making conveyors fit
Product Category Spotlight - Prepared deli side dishes and salads
Technology - Luminometer monitoring
Research and development - Functional ingredients for nutrition fortification
Preview - What's in store at IBIE?
Feature - Bringing the heat
Specialty Insights - Consider: Yogurt parfaits
Equipment & Packaging - Latest innovation: Packaging
Product Knowledge - Need to know: Waffles on the go
Merchandising - On display: Resurrecting cupcakes
Product Trends - First to Market
Product Showcase
Ad Index
instore - September 2016 - instore - September 2016
instore - September 2016 - 2
instore - September 2016 - Editor's Note - Teamwork: Natural partnerships
instore - September 2016 - 4
instore - September 2016 - 5
instore - September 2016 - Table of Contents
instore - September 2016 - 7
instore - September 2016 - News - On our radar
instore - September 2016 - 9
instore - September 2016 - Spotlight - By the numbers: Deli soups
instore - September 2016 - 11
instore - September 2016 - Cover story - Let's work together
instore - September 2016 - 13
instore - September 2016 - 14
instore - September 2016 - Product Correlation Strategies
instore - September 2016 - 16
instore - September 2016 - 17
instore - September 2016 - Insight Insider - Freshway Foods
instore - September 2016 - CI2
instore - September 2016 - CI3
instore - September 2016 - CI4
instore - September 2016 - CI5
instore - September 2016 - Food Safety - FSMA's Sanitary Transportation Rule
instore - September 2016 - CI7
instore - September 2016 - CI8
instore - September 2016 - CI9
instore - September 2016 - CI10
instore - September 2016 - CI11
instore - September 2016 - Equipment - Making conveyors fit
instore - September 2016 - CI13
instore - September 2016 - Product Category Spotlight - Prepared deli side dishes and salads
instore - September 2016 - CI15
instore - September 2016 - Technology - Luminometer monitoring
instore - September 2016 - CI17
instore - September 2016 - CI18
instore - September 2016 - CI19
instore - September 2016 - Research and development - Functional ingredients for nutrition fortification
instore - September 2016 - CI21
instore - September 2016 - CI22
instore - September 2016 - CI23
instore - September 2016 - CI24
instore - September 2016 - 18
instore - September 2016 - Preview - What's in store at IBIE?
instore - September 2016 - 20
instore - September 2016 - 21
instore - September 2016 - Feature - Bringing the heat
instore - September 2016 - 23
instore - September 2016 - 24
instore - September 2016 - 25
instore - September 2016 - Specialty Insights - Consider: Yogurt parfaits
instore - September 2016 - 27
instore - September 2016 - Equipment & Packaging - Latest innovation: Packaging
instore - September 2016 - 29
instore - September 2016 - 30
instore - September 2016 - 31
instore - September 2016 - Product Knowledge - Need to know: Waffles on the go
instore - September 2016 - 33
instore - September 2016 - 34
instore - September 2016 - 35
instore - September 2016 - Merchandising - On display: Resurrecting cupcakes
instore - September 2016 - 37
instore - September 2016 - 38
instore - September 2016 - 39
instore - September 2016 - Product Trends - First to Market
instore - September 2016 - Product Showcase
instore - September 2016 - Ad Index
instore - September 2016 - 43
instore - September 2016 - 44
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